A product or business’s entire personality lies in its branding – it’s what sets the product apart from its competitors. Audiences like to follow and invest in brands they can relate to. In this pandemic era and a fluctuating economy, anything can change in just a few seconds. This is why it’s important now, more than ever, to stay relevant.
Not only this, but consumers are increasingly becoming conscious of where their money goes. The pandemic has also pushed many to re-evaluate their lifestyles. Awareness for causes like climate change, mental health, and other causes have also increased significantly.
Keeping these factors in mind, we’ve curated a list of the creative branding trends that will help your brand stay at the top throughout 2022. Shall we get started?
What is creative brand marketing?
Before we dive into the trends, let’s understand what creative branding is. Simply put, creative branding is just positioning your brand in a “creative” manner.
Creative brand marketing involves understanding your brand along with your target group’s needs. Connecting these two points to convince your audience to invest in your brand is known as creative branding.
Creative branding helps build strong brand identity by optimizing different forms of content (copy, video, audio) with different media (social, print, TV).
What are the different types of branding strategies?
Branding isn’t limited to just one type. In fact, businesses can choose from multiple different ways to position their brands. Here are a few different types of branding:
a. Product branding
Product branding isn’t just limited to a physical object. A product is anything the company has to offer its clients. It can be a service or even a movie or TV show.
Product branding is when the product itself is the business’s most defining aspect. This strategy focuses on promoting the brand exclusively so that it reflects its own personality, identity, associations, and image.
For example, Hannah Montana was a TV show loved by children and teenagers worldwide. It had its own name, personality, and identity. Because of its brand image, the show’s followers enjoyed purchasing things that had the show’s name or characters on them.
b. Personal branding
This sort of branding strategy is common among individuals with a niche following. These can include politicians, celebrities, and sportspersons.
Personal branding allows one to create new business opportunities and benefits their associated brands.
For example, Rihanna is a musician with a huge fanbase. When she launched her beauty brand Fenty Beauty, it garnered a lot of success. People initially bought its products, without inhibition, out of trust for her personal brand.
c. Corporate branding
Corporate branding is when an entire organization turns into a brand. All products or services come under one single brand, making it easier for the organization to introduce new products.
Apple is an excellent example of corporate branding. Even with its vast portfolio, including the iPhone and Mac, it’s because of the Apple name we buy these products.
d. Umbrella branding
Marketing multiple products under one brand name is known as umbrella branding. While it sounds similar to corporate branding, umbrella branding doesn’t make use of the company name to brand itself.
Nestle’s Maggi is an example of umbrella branding. Nestle has a multitude of products ranging from chocolates to drink mixes. Similarly, products like instant noodles, condiments, spices, and more, are marketed under the Maggi name.
We’ve established what creative branding is and the different strategies you can use to position your brand. Without further ado, let’s get into the different creative branding trends of 2022. Adopting these trends can help you become more prominent amongst your audience. Take a look at them below!
Climate change and global warming have become a rising cause for concern for all of us. More and more consumers are refusing to buy from brands that aren’t sensitive to climate change.
That’s why it’s imperative for companies to shift to more climate-conscious practices if they wish to stay in the game. Eco-friendly packaging, utilizing recycled or ethically-sourced materials are examples of such practices.
To promote or advertise such practices, it’s no longer a norm to use “environmental” colors or designs. Sustainable brands are moving away from the usage of greens and browns or images of trees and plants. Instead, they’re conveying their messages in quirky, more personalized ways.
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Gone are the times when logos or brand designs had to be colorful and use fancy fonts. Today, even major brands are rebranding themselves using elegant, more simplistic designs. Similarly, newer brands are adopting a minimalistic brand image from the get-go.
Having a minimalistic approach is possibly one of the most creative branding methods. It allows you to convey your message to your audience more clearly as a brand.
Minimalism includes only the most basic of the design elements. A simple sans-serif typeface with a palette of fewer than three colors is the go-to for this type of branding.
Burger King is one such example. It’s a big brand whose rebranding with a more minimalistic approach. While the previous logo was loud with bold colors, the new one uses more subtle colors with a simpler design.
Create your own minimalist brand design using Simplified’s Free Minimalist Templates, or make one from scratch!
3. Socially Responsible
It’s 2022, and brands choosing to remain silent on important social issues are getting called out. Consumers no longer look for brands that only talk about what they stand for. They look for brands that take action for what they believe in.
Brands that speak and act for what they believe in can help make a change for the better. Such brands also appeal more to shoppers.
Ben & Jerry’s and Olay’s most recent campaigns are great examples of socially responsible brands.
Olay’s #FacetheSTEMGap campaign attempts to bridge the gender gap in the STEM field. Over the next ten years, the brand will strive to achieve gender equality in STEM study programs. They aim to double the number of women in STEM careers. According to a press release, increasing diversity and inclusion by tripling the number of BIPOC women in STEM fields is also one of their goals.
Similarly, Ben & Jerry’s “guilt-free” ice creams give the term a whole new meaning. The brand actively supports multiple social causes including racial justice, voting rights, LGBTQ+ rights, climate justice, and more.
4. Nostalgia marketing
It’s the concept of using trends from previous years and tapping into the consumer’s memories to create a sense of nostalgia. It’s a way of associating your brand with something your target audience is already fond of.
Airbnb partnering up with the world’s last-ever Blockbuster is probably one of the best examples of nostalgia marketing.
Blockbuster was an American provider of home movie and video game rental services. Nearly everyone who grew up in the Blockbuster era was devastated by the news when its operations were shut down. Airbnb took its opportunity to provide them with an unforgettable 90s’ sleepover experience and gained free publicity in the process.
5. Topical Marketing
Moment marketing or topical marketing is done in the heat of the moment. With the rise of social media, nearly every popular brand can be seen attempting it.
Taking up current-affair topics and creating posts or ads out of them is the essence of moment marketing. However, it’s important for a brand engaging in topical marketing to set some guidelines regarding the tone of its brand. You need to make sure the posts are still relevant to your brand identity.
Indian dairy brand Amul and contraceptive brand Durex are masters of moment marketing.
Create your very own topical posts using Simplified’s Free Design Assistant!
6. Humanizing brands
Most prevalent on Twitter, consumers love it when brands directly communicate with them.
Giving a brand a more “humanistic” approach can mean conversing with their consumers and directly engaging with them. This makes them feel like the brand is someone they can trust. If consumers trusts a brand, they’ll no doubt want to purchase from them.
Brands engaging in banter amongst themselves also help consumers relate to them even more.
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From the above trends, it’s obvious that brands can’t thrive without appealing to consumers in their marketing. Consumers need brands that are more thoughtful and inclusive in their branding and practice.
We hope our list of trends for 2022 gave you some insight into what to prepare for the year to come. Happy marketing!